Negative Political Online Banners: An Experimental Study

• Authors: Cwalina Wojciech , Drzewiecka Milena

Title variants

PL

Negatywne polityczne banery internetowe: badania eksperymentalne

• Languages of publication: EN PL

Abstracts

EN

Modern and technologically advanced political marketing campaigns are making increasing use of the Internet. Although now one can observe a growing interest in particular in Web 2.0 (social networking, YouTube, etc.), it is also the “old” online tools (e.g. banner ads) which play an important role in marketing strategies. The article presents the results of an experiment whose purpose was to evaluate the effect of a negative political banner on the image and support for the attacked party. The results indicate that the negative banners decrease ratings of the attacked party image. However, these changes depend on both the intentionality use of the particular Web page on which a banner was placed, as well as on the level of Internet “experience” of affected individuals.

PL

Nowoczesne i technologicznie zaawansowane polityczne kampanie marketingowe w coraz większym stopniu wykorzystują możliwości Internetu. Chociaż obecnie szczególnie wzrasta zainteresowanie Web 2.0 (sieci społecznościowe, YouTube, itp.), to jednak również „stare” online’owe narzędzia Internetowe są istotnym elementem strategii marketingowych. Artykuł przedstawia wyniki eksperymentu testującego skuteczność negatywnego baneru politycznego w zmianie ocen wizerunku i poparcia dla zaatakowanej w nim partii. Uzyskane wyniki wskazują, że negatywne banery obniżają oceny wizerunku zaatakowanej partii. Przy czym zmiany te zależą zarówno od intencjonalności korzystania ze strony Web, na której umieszczony był baner, jak również od internetowego „doświadczenia” badanych.

Keywords

EN

Political marketing; hypermedia campaign; negative campaign; third-party advertising; online banners

• Publisher: Ośrodek Analiz Politologicznych UW
• Journal: Kwartalnik Naukowy OAP UW "e-Politikon"
• Year: 2014
• Issue: 9
• Pages: 188 - 214

Contributors

author

Cwalina Wojciech

• Uniwersytet Humanistycznospołeczny, ul. Chodakowska 19/31, 03-815 Warszawa

author

Drzewiecka Milena

• Uniwersytet Humanistycznospołeczny, ul. Chodakowska 19/31, 03-815 Warszawa

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